How a Small-Town Church is Reaching Thousands: Pastor Ryan Vernon on Culture, Leadership, and Community Impact

Andrew Spikes • April 3, 2025

In a quiet corner of North Carolina lies Kinston, a small town of 25,000 people nestled in a rural county of about 55,000. You might drive through it on your way to the beach or a military base—but it’s here, in the middle of the “pass-through,” that something powerful is happening. At the heart of it is 902 Church, led by Pastor Ryan Vernon—a former business professional turned pastor, whose passion for people, systems, and the gospel is changing the game for church leadership in small-town America.

What makes 902 Church’s growth so special? It’s not just the Sunday sermons (though those are 🔥). It’s the culture, the intentional systems, the leadership development, and a deep love for the local community that’s propelling this church forward—and making it a model for others to follow.

From Boardroom to Pulpit: An Unlikely Journey

Pastor Ryan didn’t grow up dreaming of ministry. After graduating from East Carolina University with a degree in business marketing, he headed into the corporate world. But while attending a growing, contemporary church in San Antonio, Texas, he heard the Holy Spirit whisper, “That’s what I want you to do.”

From that moment, everything changed. Ryan began serving in student ministry, first in Texas and eventually back in his hometown—where he swore he’d never return. But God had other plans.

In 2013, with a small team of friends, Ryan helped launch 902 Church. “Honestly,” he says, “I thought we’d last two weeks. A month would’ve been revival.” Now, twelve years later, 902 Church is thriving.

Culture, Systems, and Teams: The Three Gears of Growth

If you’re a pastor wondering where to start when it comes to leading well and growing your church, Ryan’s advice is simple: focus on culture, systems, and teams.

🎯 Culture

Culture flows from the top. At 902, the culture is about going—going into the community, reaching people far from God, and creating a place where people feel seen, known, and called. This go-first mentality starts in the pulpit and filters through every ministry.

🔧 Systems

Ryan admits he’s not a “systems guy” by nature—but he’s learned their value. 902 has developed onboarding systems like their Start Here class, which helps new attendees discover their spiritual gifts and passions. They use tools like Planning Center to track those gifts and make strategic decisions about where to plug people in.

🧑‍🤝‍🧑 Teams

Instead of scrambling to fill roles with warm bodies, Ryan and his team are committed to putting the right people in the right seats on the right bus. That means sitting down with people, learning their stories, and identifying how God has uniquely gifted them. “You’ll never feel more spiritually alive than when you’re doing what God called you to do,” he says.

Raising Up Leaders Without Burning Them Out

It’s the question every pastor wrestles with: How do I find and keep good leaders?

For Ryan, the answer lies in intentionality. In the early days of the church, he built a core team by identifying people with strengths in finance, real estate, and business—areas where he had gaps. “I knew my job was to preach and teach. But I needed people who could handle the things I didn’t know.”

Today, 902’s leadership pipeline includes spiritual gifts assessments, open conversations, and a culture of permission—people are encouraged to try a role, but they’re also given the freedom to move if it’s not a fit. There are regular check-ins, limited commitments (“Will you serve in this ministry for one year?”), and lots of grace for movement.

And when someone’s in the wrong seat? Ryan offers a gentle, honest conversation—sometimes with a redirection. “You don’t seem happy. Are you sure this is where God’s called you?” More often than not, they’re relieved to be released and excited to find their true place.

Yes, Church Marketing Works. Here’s Why It Matters.

Some critics say churches shouldn’t market themselves. Ryan’s answer? “Show me that in Scripture.”

Citing Romans 10:14, he reminds us: “How will they hear unless someone tells them?” We live in a world where people are marketed to daily—through Doritos commercials, Super Bowl ads, and Instagram reels. Why wouldn’t the church use the same tools to share the greatest news ever?

“We’re not promoting ourselves,” he explains. “I just want you to get into a church—whether that’s 902 or another one. Your eternal destiny depends on it.”

That’s why Ryan partnered with Faithworks—to amplify the message and meet people where they are: online. And yes, it’s working. “I’ve had people recognize me in the grocery store from TikTok,” he says. “They saw our content online and showed up to church.”

It’s Not Just About Ads. It’s About Showing Up.

At the end of the day, no marketing strategy can replace the power of showing up.

From the start, 902 Church has been all about being in the community—not just inviting people to come in. They’ve done VBS in the roughest neighborhoods, built trust with local leaders (even gang members), and served at shelters, pregnancy centers, and schools.

Ryan asks a powerful question every church leader should consider: If your church shut down tomorrow, would anyone in your city notice?

At 902, the answer is yes—and it’s not because of billboards or Facebook ads. It’s because they go.

Final Words for Church Leaders: Get a Coach and Go

When asked for one piece of advice to give other pastors, Ryan doesn’t hesitate: “Culture, systems, and teams. And get a coach.”

He points to top athletes like LeBron and Jordan who relied on multiple coaches to stay sharp. “If they need coaches, we do too.” Whether it’s ministry leadership or digital outreach, don’t try to do it alone.